Many corporate managers find themselves spending tens of thousands of dollars or more, establishing and maintaining a web site. In addition, they may spend tens of thousands more on public relations.
Most of today's journalists use the web for their research. It's very effective. Many of them like doing research at night or during odd hours, when they don't need to be answering phones. However, when a journalist or editor visits the web site to do some research and write about a company or its products, often they can't find what they are looking for. When your pr department is home asleep, your web site is your only representative to the press.
Here are several tips to make your web site press friendly:
Organization and Information Is your site well organized? Is there a good and logical site map with a Find/search button? Does your web site allow journalists to readily find specific information as it is needed. "Be fast, easy to navigate, and have basic info on the home page," counsels Loring Wirbel of EE Times.
Editors are in a hurry. If they can't find what they need with a minimum of hassle, they are off to another site. Happy editors write good copy. You don't want to irritate them. Make sure your site map is complete, up to date and accurate.
"I hate broken URLs and pages under construction," added Dave Bursky, Executive Editor at Electronic Design.
Comprehensive Product/Technology Sections Writers may not be up to speed on the technology. Some editors are looking for the big picture, the 50,0000 foot viewpoint. Others want the nuts and bolts of your technology and product. Your site should be able to provide access to various levels of technical expertise.
Your web site should have comprehensive product sections that include:
* Data sheets * Feature spotlights * Press releases * White papers * Awards * Past press coverage * Short and detailed descriptions of each product * Thumbnail and high resolution pictures for each products Many times journalists are seeking certain types of products and do not have the patience to call up product info page by page to check on each and every product.
Make sure your site information is up-to-date regarding product names, product features, prices, etc. Journalists may go directly to your site and print information they find there without double-checking to see if it is correct or not.
Press release sections are very important as well. "Your press releases section should be searchable by date and by topic," said Richard Adhikari, freelance journalist with InformationWeek. A good site needs comprehensive and well written press releases with good, up to date contact names and numbers listed.
Comprehensive Product/Technology Sections Writers may not be up to speed on the technology. Some editors are looking for the big picture, the 50,0000 foot viewpoint. Others want the nuts and bolts of your technology and product. Your site should be able to provide access to various levels of technical expertise.
Your web site should have comprehensive product sections that include:
* Data sheets * Feature spotlights * Press releases * White papers * Awards * Past press coverage * Short and detailed descriptions of each product * Thumbnail and high resolution pictures for each products Many times journalists are seeking certain types of products and do not have the patience to call up product info page by page to check on each and every product.
Make sure your site information is up-to-date regarding product names, product features, prices, etc. Journalists may go directly to your site and print information they find there without double-checking to see if it is correct or not.
Press release sections are very important as well. "Your press releases section should be searchable by date and by topic," said Richard Adhikari, freelance journalist with InformationWeek. A good site needs comprehensive and well written press releases with good, up to date contact names and numbers listed.
Graphics Graphics, photos, charts and other illustrated artwork is very important. I have found that good art greatly improves your odds of getting positive press coverage. Include both product photos and technology illustrations. The best product photos include people using your product.
Don't just post pictures on your web site - make it easy for writers and production departments to download the art as needed. For example, Inside Out Networks of Austin Texas posts thumbnail photos and illustrations with links to a set of easily downloadable high-resolution images. The writer can download and include a small JPEG. Later the publication's production staff can go back and download the full high-resolution image suitable for printing on the cover.
Alternate Non-Graphic Version Provide an alternate non-graphic version of your web site that provides fast access. Nice graphics, frames and Java animations are cool but slow.
"A plain-text, frameless and caffeine free alternate site is very important for journalists who don't have time to look at your refrigerator art," says David Hakala of PC World and SmartPartner. "40-50 percent of surfers cruise with graphics turned off, and if I can't find things that way then you're SOL."
And, to sum up:
Keep your web site well organized, up to date and provide current contacts. Make sure that all relevant product, corporate and technology information is easily accessible. Editors and writers have different needs than your customers and casual web surfers. When you design and set up your corporate web site, remember that the press are important. Don't ignore their needs or they'll ignore your company.
Readily Available Contact List Writers often need a little extra that can't be found on the web site. Maybe they need a quote from the president or a copy of your software to review. You need someone that can handle and respond to the press's demands. Because, if those demands are not met, the editor will throw her hands up in disgust, and move onto to a more press friendly web site. David Hakala of PC World and SmartPartner wants a contact list right on the home page, so there is no delay getting the information he needs ASAP.
"My biggest frustrations concern contact information," says John San Filippo, editor of ComputorEdge. "On some sites, I can't find a single iota of contact information. The next worst thing is e-mail-only contact information. When you're in a hurry, the phone beats e-mail any day of the week. Every corporate site should include phone numbers for press people."
"The thing I most often find missing is complete contact info. For example, the address, and phone number that readers' should call for more info so that I can publish it. And the press contact I can call for more info," complained Maury Wright at Commverge. "Many companies remove that contact info from releases before posting them on the web. Either leave the info in or have a separate press section with an up to date list of press contacts."
Often writers are working on a deadline and can't wait a day or two for someone to get around to reading the email inquiries. A phone with a live person answering it during working hours is the best solution. By the way, it might seem obvious, make sure email and snail mail addresses are correct. Also, make sure your public relations and marketing people check their email in-boxes regularly (several times a day) and follow up on opportunities.
By Mark Shapiro mshapiro@davismarrin.com
www.davismarrin.com
To learn more about this author, visit Mark Shapiro's Website.
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